Analisis Pengaruh Intention to Boycott pada Konsumen Produk Perancis di Indonesia
Keywords:
animosity, attitude toward boycott, brand distrust, french boycott product, intrinsic religious motivation, product judgement, self enhancementAbstract
Penelitian ini bertujuan untuk menguji faktor -faktor yang mempengaruhi boycott intention pada produk perancis. Ada enam variabel yang digunakan untuk mengukur yaitu, animosity, intrinsic religious motivation, self enhancement, brand distrust, product judgement, dan attitude toward boycott. Pengumpulan data dilakukan di Jakarta selama masa PSBB (Pembatasan Sosial Berskala Besar) di bulan November 2020. Data dikumpulkan menggunakan kuesioner daring dan responden dipilih dengan menggunakan teknik random sampling. Total responden dalam penelitian ini adalah 210 yang terdiri dari 51 orang laki-laki dan 159 orang perempuan yang telah memboikot produk perancis. Data diolah dengan menggunakan exploratory factor analysis dan structural equation model. Hasilnya animosity berpengaruh secara positif dan signifikan terhadap intention to boycott french product, intrinsic religious motivation tidak berpengaruh secara positif dan signifikan terhadap intention to boycott french product, self enhancement berpengaruh secara positif dan signifikan terhadap intention to boycott french product, brand distrust tidak berpengaruh secara positif dan signifikan terhadap intention to boycott french product, product judgement tidak berpengaruh secara positif dan signifikan terhadap intention to boycott french product, dan attitude toward boycott tidak berpengaruh secara positif dan signifikan terhadap intention to boycott french product.
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